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Work experience

Mar 2008Present

Principal Owner of Branding and Media Agency

pmac entertainment tonight, llc

pmac2nite entertainment LLC                  9/2008 – (still active)


pmac2nite entertainment llc is a communications and training sole proprietorship:  I partner with business owners and corporations to craft branding strategies and to design/modernize employee training and communication materials.  As a side project for the group, I created and executive-produced a reality television series for an international audience.

Major Client list includes:  the EW Scripps Company (all television, newspaper and digital divisions), Longaberger, Luxottica Group, IHRCO (Interstate Hotel Management Company), Galderma, Tellabs, Scentsy, Nestle-L’Oreal, California Pizza Kitchen, QWEST Communications, Sears FitStudio, and LensCrafters.


·      Developed leadership counseling/coaching tools, doctor and employee recruiting materials, and change management communications / training programs for a myriad of global companies for print, digital, and video

·      Won a 2012 Telly Award for Corporate Communications as Executive Producer of a video for Luxottica

·      Co-authored a national on-boarding program for Scripps Broadcasting and Newspapers

·      Designed paper-based and scripted “employee to customer” messaging and other key retail sales tools for LensCrafters store associates that improved sunglass sales 19% in 2011

·      Created and developed a pilot for a reality television series developed in the UK (as executive producer I wrote the show’s pilot, outlined the series concept, scripted the story arc for the first six episodes) for an international audience. 

Jun 1997Aug 2009

Director of Media

Luxottica Retail
Luxottica Group, S.p.A., Milan, Italy/North America6/1997 – 7/2009


As the Director of Media and Communications for Luxottica Group (a 61,000 person European-based company that includes retail, manufacturing and wholesale), I designed and developed award winning programs for European and North American Executive Leaders, Corporate Communications, Training & Development, Marketing and Internal Luxottica Retail Brand teams.As part of my expanded internal communications role, I developed “messaging and media” for Luxottica’s Operations and Marketing teams, crafted messages for the Executive Leadership group - and owned how these various messages were then delivered to the diverse, multi-branded employee base.

As the founder and leader of the department (directing a staff of 10 graphic designers, video production specialists, project producers/managers, web and media programmers, editors and writers) - I managed a team of top-flight creatives within a very unique and thriving corporate work environment.

Other roles within Luxottica Group, North America

Luxottica called upon my skills to increase employee engagement, reduce training costs, increase daily productivity, improve sales and customer satisfaction, develop new products, and reduce annual employee turnover.I designed and developed a variety of trail-blazing solutions against these initiatives for Luxottica Group. My key client groups included:

  • The Retail Group: Designed a constant calendar of innovative communications for LensCrafters, Sunglass Hut, Macy’s, Pearle Vision, Sears Optical, Target Optical, LensCrafters China, OPSM in Australia, Oakley Sunglasses and Ilori, as well as marketing and educational materials for our optical insurance and benefits provider, EyeMed
  • Wholesale and Manufacturing Groups: Designed captivating and detailed technically oriented training materials that were targeted at employees of eight large international plants located in China, Italy, Quebec, and a host of lens manufacturing laboratories across the US (each in their native language)
  • Luxury Licensed Brand Teams:Partnered with key representatives from luxury brands to write, shoot and produce internal training and additional consumer advertising materials (web, print, video, and social media) for specialized luxury designers such as Ralph Lauren, Oakley, Prada, Dolce and Gabbana, Ray-Ban, Tiffany & Co., Chanel, Burberry, etc.

Other Key Activities and Critical Transferable Skills:

  • Partnered with all of Luxottica Retail’s Brand Marketing departments and agencies to develop unique and dynamic radio and television commercials for national broadcast, webcasts, as well as serving as creative development for online marketing campaigns including the development of various online social networks
  • Served as primary editor, writer, producer, photographer for various brand and corporate newsletters and online communications portals:my primary responsibility was overseeing the corporate communications vehicles including HR, Doctor, and Global Executive Communication
  • Served as liaison between retail clients and their marketing agencies of record to ensure message consistency between consumer and employee groups
  • Chief creative designer for all Learning and Development initiatives throughout Luxottica. I developed engaging training programs, managing/directing all elements of script production, directing and video design
  • Served as Luxottica Chairperson for all large-scale corporate events, leading the alignment process with internal and external stakeholders (ex: hotel / convention center management and third party production agencies). Acted as key administrator, creative director, and approver of all content to be presented on “the main stage”
  • Partnered with C-Level executives to write keynote speeches and produce all speech support materials for their presentations (for all Luxottica conferences, financial analyst meetings, and other live events around the world)
  • Played a key role in the planning, development, design and implementation of the ILORI Brand, Luxottica’s premier Luxury Retailer
Jan 1991Jun 1997

Associate Creative Director

Possible Worldwide

Advertising Agency, Marketing and Production ServicesBridge is a large, award-winning advertising and corporate production agency in Cincinnati, OH. Managed and designed strategic business communications for Fortune 500 Companies, such as: RCA, General Electric Appliance, Procter & Gamble, Johnson & Johnson, Kraft Foods, LensCrafters, Sara Lee Knit Products.I managed and directed the Medical/Pharmaceutical team and was the lead creative for one of Bridge's most profitable teams (main clients:  LensCrafters, Ethicon Endo Surgery, Indigo, P&G Pharmaceutical)•    Met daily with my team to develop and produce marketing, training and internal communication materials for my clients.  Lead in the creation of dynamic sales training videos, corporate image documentary production, packaging and print creation, large and small scale meeting production, CD-ROM training courses, web-based interactive sites (for consumer and intranet), trade show and other sales events, national product launches, script and speechwriting, proposal writing, sales presentations, client management, creative brainstorming and graphics production.


C A R E E R   N A R R A T I V E

I am a proven Executive Media Team Leader, Producer and Strategist that engages audiences and gets results. Businesses rely upon me to develop progressive solutions that are intended to persuade, motivate, engage, and to provide long-term sustainable change.   I deliver creative excellence and will provide your business with innovative communications and media solutions that will make your company more motivated, efficient and effective.

I have a demonstrated talent for developing high performing employees – and am skilled at managing and directing diverse, creative, editorial and design teams.  The American Society for Training and Development (ASTD) recognized my 2009 team at Luxottica Group as one of the nation’s ten best training/communications organizations.  

While employed as the Associate Creative Director at Bridge Worldwide, I governed the creative development for the agency’s most profitable division (the Medical/Pharmaceutical Team) and earned the respect of some of the world’s most influential CEOs.

I also produced and designed internal training and additional consumer advertising materials (web, print, video, and social media) for some of the world’s most prestigious and specialized luxury designers, such as Ralph Lauren, Oakley, Prada, Dolce and Gabbana, Ray-Ban, DKNY, Tiffany & Co., Chanel, Burberry, etc.

My extensive experience has spanned every media platform imaginable.  

I played a pivotal role in the development of employee change management and employee engagement strategies for Luxottica Group.  Luxottica grew from a 1997 base of 700 stores/9,000 employees to over 6,000 stores and 61,000 employees by mid-2007.  During that time, the company acquired new brands, developed a large insurance division, and forged extensive manufacturing capabilities across the world. During this time frame, Luxottica was consistently ranked as one of the “Best Places to Work” in America.

After leaving Luxottica in mid-2009, I developed a successful freelance Corporate Communications Business (pmac tonight, LLC) that creates innovative solutions for large media organizations, international pharmaceutical and retail companies.  I have a rich and proven history of providing clients with business-building solutions.  

From 2009 – 2010, I wrote, produced, and developed the foundation of a reality television franchise (primarily for European audience) – the unique nature of the program has made it a key feature story for many daily newspapers in the UK.

I continue to operate this business while serving as a full time American and British Literature instructor for college-bound Juniors and Seniors at West Union High School (West Union, OH).  I also teach courses in Journalism, Film and Media, and a program entitled Senior Seminar (preparation for success at the collegiate level).

This portfolio will show you my ability to: 

•Craft marketing, training/e-learning and communication programs/newsletters and information portals to improve consumer and employee engagement

•Create communications plans that create excitement and enhances the internal corporate culture 

•Collaborate with internal brand teams, key corporate executives/managers, advertising/marketing agencies, community representatives, and consultants

•Develop world class, award winning media and materials for businesses

•Write, produce and develop revolutionary employee sales effectiveness campaigns, brainstorm new products, turnover initiatives, and create positive, sustainable change for an organization 

•Develop world class, award-winning media  - I am well versed with all current aspects of media creation

•Rallying groups and raising funds/awareness for non-profit and corporate philanthropic fundraising events






Recommended By Get Recommended Director of Media at Luxottica

“Paul is a creative and visionary genius. He is amazing at organizing and creating beautifully innovative producitons!” July 28, 2009

Pamela Friesen-Smith , Regional Director of Operations Luxottica Retail , LensCrafters worked directly with Paul at Luxottica

Director of Media at Luxottica Retail

“Under Paul's leadership, Luxottica Retail experienced spectacular visual and sensory productions that hit the target on driving the business and stirring emotional enthusiasm. I have never experienced any presentation or media event that parallels Paul's team's creativity, style and energy, whether that be inside or outside the corporate world. His knack for leading a team in delivering excellent creative media tools in tight timeframes is incredible. He truly impacted Luxottica Retail's culture in bigger ways than many others could. Since leaving Luxottica, I sincerely have critiqued every presentation I have witnessed, and they lack the appeal he drove. Paul, you have quite a gift. I would recommend his creative and technical skills highly to anyone.” September 22, 2009

Sheila Wyatt , Regional HR Manager , Luxottica Retail worked with Paul at Luxottica Retail

“Paul McDonald is a creative powerhouse who can imagine, design, and execute compelling media experiences. His work is visionary, emotional, and award-winning. A true creative, Paul can be edgy and controversial but always with appropriate boundaries and the sincere motivation of connecting to the audience. Anyone who works with Paul will not be disapointed in either the quality of his work or his passion for excellence.” July 27, 2009

Valerie Norvell , AVP of Learning and Talent Management , Luxottica Retail managed Paul at Luxottica Retail

“Paul, while at Lux was the longest running client/vendor relationship I have ever had in the industry. It ran for well over 10 years and he was always one of the most professional, creative and easy to work with clients I have ever partnered with. He understands how to communicate the important message and when you need emotion from your audience...he always captures it. A true Meeting & Event PRO!” July 27, 2009

Top qualities: Great Results , Expert , Creative

Scott Kerr hired Paul as a Meeting & Event Production in 1997

Associate Creative Director at Bridge Worldwide

“Visionary. Big thinker. Creative. Strategic. All things that come to mind when I think about Paul McDonald. He's worked on some of the biggest brands in the world, helped move the needle through the smart creative and customer focus that comes from many years working on large brands and projects. To top it off, he's incredibly funny and insightful and just plain fun to be around. I very much enjoyed working with him and am honored to continue to call him a friend.” June 25, 2010

Eric Weaver , Director of Electronic Media , Bridge Worldwide worked with Paul at Bridge Worldwide

“No one is better at combining images and music to inspire audiences. What sets Paul apart from others is his drive to do great work.” October 9, 2009

Hugh Richard (Dick) Bailey , CoFounder / Former CEO , Bridge/ImageMatrix managed Paul indirectly at Bridge Worldwide


Professional Memberships and Organizations:Fort William Football Club (Highland League) Scotland: A Professional Football (soccer) team in the UK (Scotland).  I serve as board member, advisor, investor, sponsor, uniform (kit) web and social media and web design, media spokesperson, and occasional media promotional work.Honors and Awards:Apple (Mac Live) Film Festival:  Grand Prize Winner, 2006"The Fashion Revolution" (New York, New York)Writer, Producer, Lyricist, DirectorAxiom Award for Excellence - 2002Interactive CategoryIntroduction to DiversityProducerFranklin Printing and Design Award - 2007Ralph Lauren Training ProgramASTD “Best in Class” Award 2009Large Company Competition (Ranked 11th Nationally)Corporate Training and Development Materials


Reality Television, Culture, New Business Development, Soccer, Social Media, Peer reactions, Reality Training


Media Development
interactive design, logo, photography, brand identity, branding, meeting events, graphic design, corporate identity, production, startup, new business development, multimedia, value, corporate culture, meeting planning, events, live direction, competitive brand positioning